Hitachi Data Systems is no more: the venerable storage vendor has been subsumed into a new outfit called “Hitachi Vantara” that says it “helps data-driven leaders find and use the value in their data to innovate intelligently and reach outcomes that matter for business and society.”
The new organisation remains a Hitachi …

LOGOWATCH
DevOps darling Atlassian has given the world a new logo it says could be “two people high-fiving” or “a mountain ready for teams to scale” or perhaps even “the letter A formed from two pillars reinforcing each other.”
Whatever you see when peering at the glyph depicted below, Atlassian wants you to know it has moved on from …

LogoBotch
Thanks to a sharp-eyed Reg reader in Norway who snapped the local Cisco offices, everyone can cop an eyeful of the unfortunate rebranding exercise that happened after it bought Tandberg in 2010.
We aren't sure whether the sign slippage was caused by sloppy workmanship or a batch of dodgy glue. But we are sure the $60bn sales …

LOGOWATCH LEGAL
PayPal has filed a lawsuit against streaming music service Pandora, alleging that the latter's stylised single “P” logo is so similar to the payment company's “PP” logo that it's designed to get punters confusing the two.
In a brief filed last week in the United States District Court, PayPal argues that “Pandora’s recent …

Pics
Last week we challenged our commentards to redesign The Register's masthead in the style of David Hockney, after the artist scrawled over The Sun's logo in Paintbrush.
True to form, our dear readers did not disappoint – albeit with some examples being slightly more true to the Hockney form than we had hoped.
Hockney, 79, …

LOGOWATCH
When Mozilla floated new logo designs last August The Reg polled readers to ask which of the eight candidates you felt would best represent the open sourcerers.
You picked the design we named "Remind me again which one is the backslash and which one is a forwardslash?" And so did Mozilla, which has now announced that the logo …

Logowatch
From the world of fintech comes some momentous news.
"We're excited to announce the next phase in the evolution of our brand: our new logo," writes Blockchain founder Peter Smith. Who? Blockchain, the company that's "on a mission to build an open, accessible and fair financial future, one piece of software at a time".
If you' …

Logowatch
Fresh ripples of excitement reach us from the world of rebranding, after Deliveroo parked its bike against the walls of the Strategy Boutique.
The three year old startup didn’t come back empty handed. It’s got a new logo, Design Week reports in a must-read account, and riders have a new uniform.
The trade mag tells us that …

LOGOWATCH Poll
Mozilla's attempt to find a new logo has reached the point at which it is willing to share seven new hot spring/summer looks with the world*.
There they are at the top of the story (or here for those of you reading our mobile site or apps) and if you click here we've uploaded a lovely large version so you can really pore over …

LOGOWATCH
Instagram's changed its logo. And given us a spectacular example of the astounding language Silicon Valley manges to emit when talking about itself.
“The Instagram community has evolved over the past five years from a place to share filtered photos to so much more,” says Instagram's post explaining its new icon. That missive …

Michael Dell has written to his staff to tell them that Dell will soon become known as “Dell Technologies”. Except for the bit of Dell that sells PCs, which will be called “Dell”, and the bit that sells to the enterprise, which will be called “Dell EMC”.
Confused? Here's how Dell the man said it in his letter:
“Dell …

Logowatch
South Korean web portal Naver is considering a legal tilt at Hewlett Packard Enterprise over just who first decided a green rectangle makes a good corporate insignia.
Yonhap reports that Naver has been using a green box since 2006 and reckons HP must have known about its logo.
HP's told the Korea Times it devised its own …

LOGOWATCH
The magnificent era of corporate rebranding excess have long passed - heady days in which brainstorming strategy boutiques would crank the whalesong up to 11 and give forth on the empowering effects of emotionally compelling and strategically grounded brand frontage paradigms.
However, there are still a few joss-stick embers …

Logowatch
We only break out Logowatch for special occasions, and this one surely counts: Cisco has decided that its OpenStack Private Cloud is a tad dull, uses too many words and, worst of all, gave rise to jokes.
As of now, The Borg wants users to kindly remember that the correct name for Cisco OpenStack Private Cloud is "Cisco MetaPod …

Playmobil or It Didn't Happen
Seriously underwhelmed is the only way to describe El Reg's reaction earlier this week to Red Hat's guerilla marketing stunt which saw the Linux outfit flash a giant ad at punters flying into Barcelona airport for VMWorld Europe:
Giant Red Hat shadowman logo in field, with message, "Calling all enterprisers"
The Special …

Everything Everywhere is looking for a new name, and El Reg readers haven't been backwards in coming forwards with suggestions so we present a poll from which you can pick the best.
Orange and T-Mobile, the consumer brands run by EE, will (we're told) continue to exist, and they'll be no more EE shops, but the parent company …

Everything Everywhere will change its identity before the end of 2012 - but will NOT merge its Orange and T-Mobile brands, which will continue to confuse punters indefinitely.
Orange and T-Mobile are, and will remain, consumer brands for Everything Everywhere, the UK's largest mobile operator. EE will announce a new moniker in …